Ryanair Scraps Frequent Flyer program ’Prime‘ After just Eight Months
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Ryanair has announced the closure of its ‘Prime’ frequent flyer program, citing financial disadvantages despite initial subscriber revenue. The decision, made by Ryanair executives, marks a swift end to a scheme launched less than a year ago.
what Was Ryanair Prime?
Launched in February, Ryanair Prime offered members a range of benefits for an annual fee of €79.These included discounts on flights, complimentary reserved seating on up to 12 flights per year, and travel insurance. The program aimed to incentivize frequent travel with Europe’s largest low-cost carrier.
The potential savings were important. With Ryanair seat prices typically ranging from €5 to €40, Prime members utilizing all 12 included reserved seats could have saved between €60 and €520 annually.
Why Was Prime Discontinued?
Despite generating €4.4 million in revenue from its 55,000 subscribers, Ryanair steadfast that the Prime program was ultimately unprofitable. According to the airline,the value of benefits redeemed by members totaled approximately €6 million,exceeding the program’s income.
Ryanair executives argued that the program was being taken advantage of by savvy flyers, leading to unsustainable costs. The Guardian reports that the airline explicitly stated this as the reason for the closure.
What Happens to Existing Members?
Current Ryanair Prime members will continue to receive exclusive offers until October 2026. Though, Ryanair will cease accepting new subscriptions starting November 29, 2025, effectively ending the program’s growth.
The future of Airline Loyalty Programs
Ryanair’s decision highlights the challenges airlines face in designing profitable loyalty programs. The balance between attracting frequent flyers and maintaining financial viability is a delicate one, particularly in the competitive low-cost carrier market. This move could prompt other airlines to re-evaluate their own loyalty schemes and consider choice approaches to customer retention.
Frequently Asked Questions about Ryanair Prime
- What is Ryanair Prime?
- Ryanair Prime was a frequent flyer program offering discounts, free reserved seats, and travel insurance for an annual fee of €79.
- Why is Ryanair ending the Prime program?
- Ryanair determined the program was unprofitable, as the value of benefits redeemed by members (€6 million) exceeded the revenue generated (€4.4 million).
- How many people signed up for Ryanair Prime?
- A total of 55,000 people subscribed to the Ryanair Prime program.
- What happens to current Ryanair Prime members?
- Existing members will continue to receive exclusive offers until October 2026.
- Can I still sign up for Ryanair Prime?
- No, Ryanair is no longer accepting new subscriptions to the Prime program as of November 29, 2025.
- How much could Ryanair Prime members save?
- Members utilizing all 12 reserved seats could have saved between €60 and €520 per year,depending on seat prices.
